Newcastle University
In 2009, Admiral delivered an international corporate positioning strategy for Newcastle University. We evidenced the strategy through qualitative and quantitative research among students, staff, stakeholders and alumni. The recommendations within the strategy have been adopted and include the delivery of corporate positioning campaigns around the areas of strength for the University that we identified in the research. Admiral is now delivering a corporate communications campaign for the University internationally around ageing and health (where it offers world-class research).
“Admiral undertook an extensive piece of work with internal and external stakeholders to help us define the basis for presenting the University to the wider world. The work was innovative, enlightening and very worthwhile. We came away with a far clearer idea of what we want to say, to whom, and how best to articulate it.”
Paul Younger, Newcastle University
North East Higher Skills Pathfinder
The North East Higher Skills Pathfinder (NEHSP) is a project that aims to promote employer engagement in higher education integrating business and higher
education processes and working together with employers to develop appropriate and innovative workforce development solutions.
It is supported by Universities for the North East and the Higher Education Funding Council for England (HEFCE).
Admiral was employed to provide strategic communications support aimed at raising the profile of NEHSP among key audiences, engaging the business community in the pathfinder process and increase the levels of of dialogue between employers and providers.
Northumberland College
Admiral provides strategic communications and PR support to Northumberland College, a further education college serving the largest geographical area in the country, as well as onsite support for issues management as and when required.
Knowledge House
Knowledge House provides a single access point to the skills, expertise and resources of the five North East universities. It is a unique access for businesses looking for product, process and human resource development solutions.
Knowledge House retained Admiral to raise its profile in the region and to complement and support the organisation’s existing and on-going marketing activities.
The aims of the campaign were to influence decision-makers within companies of the benefits of university interaction and, ultimately, to encourage companies to use universities to improve their processes, products and to retain a competitive edge. The campaign was designed to help generate income for the regional universities in excess of ten times PR investment cost.
Entrepreneurs’ Forum
The Entrepreneurs’ Forum is a business-growth orientated organisation set up in 2002 by a group of leading business people and funded by ONE North East that takes the lead in encouraging a culture of enterprise within North East England. The forum also provides an invaluable resource and environment for fledging entrepreneurs, through their entrepreneurial campaign ‘If we can, you can,’ helping to boost new business start ups and business growth within the regional economy.
Since November 2007, Admiral has provided strategic PR support to the ’If we can, you can’ campaign creating a high impact social marketing campaign that actively addresses North East England’s current business shortfall, by encouraging existing businesses to sustain and grow, as well as signposting those, who are just starting out, to become part of an online community and access mentoring service. To de-mystify entrepreneurship, the campaign focuses on the ‘lifestyle’ and personal element of entrepreneurial culture promoting the entrepreneurial ‘journey’ rather than the ‘destination.’
The launch of the three year campaign revolved around the ‘If we can, you can’ Challenge, a pan-regional search for the new faces of North East business. This targeted any individual thinking about, starting or growing their own business to enter the competition. Year-on-year the campaign has generated over £2m worth of media editorial (advertising equivalent). The campaign has led to the creation of an online community of 820 members, made up of 325 Challenge entrants, 112 mentors and the wider North East community.
Stephen Green, Head of Communications at the Entrepreneurs’ Forum said:
“We’ve worked with Admiral for the last three years and they’ve generated coverage well beyond expectation. Their original campaign strategy and concept has been successfully embedded into the regional media in the North East and implementation has been excellent despite the complexities involved in delivery.”
